With the rapid growth of social media and the rise of new platforms like TikTok and Threads, the lifespan of trends seems to be shrinking by the day. What used to be enduring phenomena — think of the iconic rise of minimalist design or the long-lasting influence of vintage aesthetics — now barely last a season. In 2024, trends often flare up for mere weeks, sometimes even days, before they’re replaced by the next shiny thing. Brands are constantly bombarded with promises of the "next big thing," from viral challenges and emerging aesthetics like "Y2K" or "quiet luxury" to catchy slang that seemingly defines the cultural moment.
While jumping on these trends might seem like a quick win, it comes with a hidden cost. When brands chase every fleeting fad, they risk losing their core identity and, in the process, alienating their loyal audience. This is where trend fatigue — the silent brand killer — creeps in. It’s a real threat that can transform a once-cool brand into something cringeworthy overnight. Coupled with the increasing importance of brand sustainability, it becomes clear: not every trend is worth following.
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To really understand trend fatigue, we need to look at how trends come to life. Most trends start because people genuinely enjoy the original content—whether it's a catchy phrase, like TikToker @joolieannie's viral "Very mindful, very demure" line, or a popular dance challenge, like the COVID handwashing dance that took over social media during the 2020 pandemic. What these trends have in common is their authenticity and originality, which make people want to participate. That organic growth is what makes a trend go viral.
And despite the increasingly rapid trend cycle, audiences are still open to new things. However, there’s a running joke online: once a corporation jumps on the bandwagon and plasters the trend all over their social media, that’s when the trend stops being cool—and starts to die. But why?
The answer lies in the very qualities that make trends thrive: authenticity and originality. When brands co-opt trends, they often do it for their own benefit, without fully understanding the culture behind them. This lack of connection can make their participation feel forced or out of touch. An example is when brands misapply internet slang or memes in an attempt to be relatable, but instead come off as awkward or tone-deaf. As more and more brands hop on these bandwagons, consumers become tired by the sheer volume of inauthentic content.
This phenomenon is what we call trend fatigue. It’s a growing sense of exhaustion among audiences who are exhausted of seeing brands jump into trends that don’t align with who they are, creating a feeling of dishonesty. And for brands, falling into this trap can lead to serious consequences.
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One of the greatest risks of jumping on every trend is the erosion of a brand’s identity. Every brand is built on a foundation of core values, a distinct vision, and a unique personality. These elements define who the brand is and how it resonates with its audience. But when a brand constantly shifts to keep pace with the latest trends, it can lose sight of that identity, becoming unrecognizable to the very customers who were once loyal.
Take, for example, a luxury fashion brand known for its timeless elegance and sophistication. If this brand suddenly starts incorporating internet slang like "slay" or "girlie pop" into its marketing just because it’s trendy, the result could be jarring. It risks alienating its core customer base—people who are drawn to the brand’s refinement and class—by adopting language that feels wildly out of character. The disconnect creates confusion: Is the brand still about elegance, or is it now trying to be edgy and cool?
Not every trend is a good fit for every brand. Trends are unpredictable by nature, often disappearing just as quickly as they emerge. If a brand invests heavily in a fleeting trend that doesn’t resonate with its audience, it risks wasting valuable time on something that ultimately falls flat.
Even worse, jumping on a trend that clashes with your brand’s identity can lead to a major misstep, leaving your brand open to public backlash or ridicule. Take the infamous “#PepsiGate” as an example, where Pepsi’s attempt to align with social activism ended in a highly criticized ad campaign. Misjudging a trend’s relevance or poorly executing it can turn what was meant to be a win into a PR nightmare.
Trends rise and fall fast, and pouring time, money, and resources into each one can quickly become a waste—especially for smaller businesses. Chasing a viral moment might push you to tweak your product, revamp your marketing strategy, or even overhaul your brand image, all for a brief spotlight. But when the trend inevitably fades, the investment is often lost, with little lasting impact to show for it.
That’s where brand sustainability comes in. Instead of chasing short-term hype, sustainable branding focuses on building long-term growth and value. It means making consistent, strategic decisions that align with your company’s core values and resonate with your audience over time. Brands that prioritize sustainability don't constantly jump from trend to trend. Instead, they invest in lasting practices that benefit both the brand and their customers, securing a more stable and meaningful connection.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
Here’s how brands can focus on sustainability and avoid falling into the trend trap:
We’re not saying you should completely avoid trends. That’s not the point. What we are saying is that brands need to be selective and intentional about the trends they choose to jump on. Before diving into one, ask yourself: Does this align with our brand’s core mission and values? If it doesn’t, no matter how popular the trend is, it’s probably not worth it.
Timing is key, too. If you spot a trend that’s gaining momentum but hasn’t hit its peak yet, jump in—you could be part of the wave that pushes it to the top. But if the trend is already past its prime, let it go. Another, more relevant one will show up soon (likely in 3-5 business days).
Sustainable brands know who their loyal customers are. While branching out occasionally can be beneficial, staying focused on the needs and desires of your core audience should always come first. For instance, if your audience is largely made up of Gen Z, avoid jumping on trends that criticize or mock them, even if those trends are gaining traction. On the flip side, don’t dive too far into the latest Gen Alpha crazes like the “skibidi madness.”
Similarly, if your audience skews older and isn’t familiar with internet lingo, it might be wise to skip trendy content altogether. Consumers today expect brands to be consistent, have a clear point of view, and be transparent about their intentions. Staying attuned to your audience’s needs strengthens loyalty and reinforces your brand’s foundation.
Good things come to those who wait, and building a sustainable brand requires more patience than anything else. Creating a lasting brand isn’t about chasing quick wins or fleeting attention; it’s about nurturing long-term growth. While trends may offer short-term boosts, real success comes from steady, intentional progress. Instead of constantly jumping on trends, invest in creating something original and valuable. Focus on improving the quality of your product or enhancing the customer experience—that’s what will keep your brand thriving in the long run.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
In a world constantly chasing the next big thing, it’s easy to feel tempted to jump on every trend to stay relevant. But trend-chasing can dilute your brand’s authenticity, wear out your audience, and even damage long-term success. By focusing on brand sustainability and steering clear of trend fatigue, you can create lasting value and build meaningful, enduring connections with your customers.
Trends will always come and go, but a brand rooted in core values and thoughtful innovation will rise above the noise, weathering the ups and downs of trend cycles and emerging stronger on the other side.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
Here’s how brands can focus on sustainability and avoid falling into the trend trap:
We’re not saying you should completely avoid trends. That’s not the point. What we are saying is that brands need to be selective and intentional about the trends they choose to jump on. Before diving into one, ask yourself: Does this align with our brand’s core mission and values? If it doesn’t, no matter how popular the trend is, it’s probably not worth it.
Timing is key, too. If you spot a trend that’s gaining momentum but hasn’t hit its peak yet, jump in—you could be part of the wave that pushes it to the top. But if the trend is already past its prime, let it go. Another, more relevant one will show up soon (likely in 3-5 business days).
Sustainable brands know who their loyal customers are. While branching out occasionally can be beneficial, staying focused on the needs and desires of your core audience should always come first. For instance, if your audience is largely made up of Gen Z, avoid jumping on trends that criticize or mock them, even if those trends are gaining traction. On the flip side, don’t dive too far into the latest Gen Alpha crazes like the “skibidi madness.”
Similarly, if your audience skews older and isn’t familiar with internet lingo, it might be wise to skip trendy content altogether. Consumers today expect brands to be consistent, have a clear point of view, and be transparent about their intentions. Staying attuned to your audience’s needs strengthens loyalty and reinforces your brand’s foundation.
Good things come to those who wait, and building a sustainable brand requires more patience than anything else. Creating a lasting brand isn’t about chasing quick wins or fleeting attention; it’s about nurturing long-term growth. While trends may offer short-term boosts, real success comes from steady, intentional progress. Instead of constantly jumping on trends, invest in creating something original and valuable. Focus on improving the quality of your product or enhancing the customer experience—that’s what will keep your brand thriving in the long run.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
